Industry Views

Pending Business: Dizzying Media Headlines

By Steve Lapa
Lapcom Communications Corp

imThe media headlines are dizzying these days, yet they all share one common thread. See if you can solve this puzzle.

1. The “Golden Batchelor” is getting divorced, three months after tying the knot.

2. Netflix is changing their film strategy, that according to The New York Times, may mean fewer big advances to stars.

3. NCAA Women’s basketball final delivered more TV viewers than UConn’s back-to-back championship finale vs. Purdue.

4. Retail media networks are real and could replace terrestrial radio as the true purchase influencer.

These headlines reflect what great radio programmers learned a long time ago, and what smart sellers practice every day. The concept is elegantly simple: give the people what they want, and the rest will take care of itself.

The “Golden Batchelor” was targeted at the 55+ audience. The biggest demographic watching traditional TV. The finale drew over 6 million viewers and gave millions of seniors hope for romance at any age. Give the people what they want, and the audience and advertisers followed. The breakup, well maybe that leans more Dr. Phil, and he is starting his own network!

Netflix has a new film boss, Dan Lin, and according to a recent article in The New York Times, he wants the Netflix film lineup to have a wider appeal to more of us 260 million Netflix subscribers. Sound familiar? Give a bigger share of the audience more of what they want.

Pioneering radio programmers learned that strategy before Netflix was a business model.

Start with Top 40 music radio, go to the all-news model and park your pick on your favorite pioneering talk radio talent. Listeners got what they wanted, as audience and advertisers followed.

Nearly 19 million watched as Caitlin Clark tried one last time to drive her team to victory. Her final push wasn’t enough to defeat a determined South Carolina team. It didn’t matter to the millions who tuned in and the advertisers who were smart enough to jump on board. Give the fans a superstar from Iowa named Caitlin and an audience of millions will follow.

Don’t look now, but that old-school pitch of radio being the final purchase influencer as the radio plays in the car on the way to the store, is fading fast. I can’t tell you how many times I made that classic pitch, until I heard “Attention ______ shoppers” as I pushed my cart down the aisle.

Retail media networks are now online as well as “on-the-air” in store, and we are spending more and more time shopping online.

What does it all mean to you, the seller? Simple! Just find what your advertisers want and sell it!

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at:

Industry Views

What’s a “Bombshell” in a Noisy World?

By Michael Harrison

imWe live in an increasingly noisy world.  The accelerating advancement of media technology, with its accompanying “everybody is a star” syndrome, combine to make it increasingly difficult to get attention. By that, I mean real attention – the kind of attention that those in the professional media (and related) industries describe as “traction.”

Public conversation, as conducted in today’s media, has fallen victim to the noisy cocktail party syndrome. That’s what happens at social events, catering halls and froofy restaurants where the cruel combination of loud background music, echoey acoustics, and lots of small talk forces attendees to speak louder and louder and louder in order to be heard. The decibel count goes into hyper-inflation. People start screaming at each other saying nothing of consequence. Some folks deal with the inherent discomfort of this scenario by practicing the disingenuous (but extremely useful) art form of faking interest and understanding through confident smiling, eyebrow raising, nodding, grunting and saying innocuous phrases like “ha” and “there ya go” while others just keep on screaming.

Have you noticed how headlines – even when used by the editors of generally reliable platforms – have taken hyperbole to new lows of dishonest click bait in order to get attention?  Beware of two such words that are being spewed through today’s media to cut through the noise only to create even more noise in the process.  In the world of science, it’s “terrifying.”  In the world of politics, it’s “bombshell.”  These ratty words have infested our media sewers and should be avoided unless actually used in an honest and accurate manner.

Michael Harrison is publisher of TALKERS.  He can be contacted directly via email at

Industry News

Former Cuomo Aide to Host WABC Radio Show

Melissa DeRosa, who served as aide to former New York Governor Andrew Cuomo, is getting her own weekly radio show on WABC, New York. The New York Post reports that DeRosa, who has been serving as aim contributor to the Red Apple Media station, will host a Sunday talk show, although a firm start date has not been announced. Red Apple CEO John Catsimatidis tells the Post, “She is one smart lady and she is one tough lady and you know how much I appreciate smart tough ladies.” DeRosa says her show will tackle “the major headlines driving national news and New York news. It will be a mix of insiders conversation but also I want it to have broader appeal to everyday New Yorkers.” Read the Post story here.


Monday Memo: Stay Safe

By Holland Cooke


BLOCK ISLAND, RI — What’s “our elevator speech?” they asked. Sales reps at a client station tend to pitch the AC FM with T-Rex numbers, and leave money on the table by under-pitching the news/talk station.

When I wrote, in great big letters on the whiteboard: “Because these are NOT normal times…” the owner proclaimed “That’s it!” and every rep was nodding and scribbling.